The ABC’s of a Digital Marketing Plan

Where Do You Start?

One of the most frequent questions I get is how to start doing digital marketing. Where do you begin concentrating your efforts in.

What they usually want is some sort of blueprint, or a checklist. So here goes:

Audit Everything

Before even making a single decision, you absolutely have to run an audit of the current state of your marketing.

  • What’s working and what isn’t? You can see that with Google Analytics’ Goal reporting, for instance.
  • What are your competitors doing? SemRush is a great tool for that!
  • What are your (potential) clients talking about? Sprout Social has a great tool for social listening.
  • Where do they express themselves regarding your business?
  • What are they craving for and what isn’t your competition giving them?

The first element of the ABC’s of a digital marketing plan is Auditing. Everything. The whole shabang. You, them and the others.

That basically means market research, which is something you should’ve already done for your business anyway. So checking up on social media where people talk and what are they saying about your product, is a given.

It’s not illegal to spy on your competition, sign up for their newsletter and follow their social media accounts.

But most importantly, if you’re already doing marketing (or better yet, have a customer service channel), make sure you’re all over it. Know what’s being done, how it’s working and whether or not it’s being monitored for optimization reasons.

Build Your Strategies

Rome wasn’t built in a day, and neither will your digital marketing plan.

  • Decide how, and how often, will audits be done.
  • Come up with a method for reporting and analyzing these audit results so that smart conclusions will be easy to achieve.
  • Divide and Conquer: No one man can do everything perfectly. Split tasks amongst team mates who are better and different things. Use Trello for easier communication about tasks.
  • Create shared assets, like research results databases, editorial calendars and media repositories, so that the entire team will always have everything in arms reach. Use Google Drive for a quick solution for cloud-based shared documents.

It’s extremely important to plan ahead. Spitballing with your money (or worse, with a client’s marketing budget) is a quick and easy way to have none. So if your wallet is too heavy for ya, go right ahead and jump to the next section.

So one of the elements of the ABC’s of a digital marketing plan is Building your strategies.

Your team needs to know what’s coming up, how things are done and what to do in case of an emergency.

Working on shared files and directories will help you make sure everybody’s up to date and the best part is that version control will be a thing of the past.

Remember to use UTM links to better monitor campaigns so that you can optimize your images, copywriting and landing pages.

Campaign In Series

So the last element of the ABC’s of a digital marketing plan is Campaigns that are in series. Not just throwing CTA‘s at people, which will probably create confusion and eventually end with them leaving your website.

  • Work your prospects by leading them slowly into your honey trap.
  • Create brand awareness with introductory ads and media posts.
  • Promote lead generation by bringing your ad clickers to well written and visually impressive landing pages.
  • Aim for conversions by using remarketing smartly, segmenting leads and showing them the correct ad in the correct moment by spreading your ads in sensible increments of urgency and importance.

No one likes pushy sellers. Understanding your client, knowing what he’s going through during his customer journey will help you decide when to show him certain ads.

Plan these remarketing campaigns accordingly and let automation help you display ads, send emails and offer promoted search snippets on autopilot.

The ABC's of a Digital Marketing Plan
The ABC’s of a Digital Marketing Plan are very logical when you come to think about it: Audit the current situation, Bulid strategies and Campaign in series

Are certain digital marketing beliefs and statistics false?

Many digital marketing beliefs and statistics are off. That’s easy to understand since the people who are writing about them are marketers themselves, and will buy whatever they themselves are selling. Just make sure you aren’t falling for the wrong digital marketing beliefs and statistics and do your research.

Many digital marketing experts talk about magical solutions, and certain digital marketing beliefs and statistics

They promise extremely high numbers for extremely low prices.

Let’s take a look at a recent research done by Ebiquity that confronts what marketers believe to be true, with facts, to which they (according to Bob Hoffman, the Ad Contrarian) are immune.

Continue reading “Are certain digital marketing beliefs and statistics false?”

The benefits of digital marketing tools

Traditional marketing is hard work both before and after launching a campaign. Using digital marketing tools might make marketing just a little bit easier!

Yes, yes, I will also suggest some free digital marketing tools

But first I’d like to explain the benefits and advantages of digital marketing tools, so bear with me.

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What does the term digital marketing mean exactly?

How can you start working on your digital marketing without first having a plan? And what strategy will you use? What!? You don’t know what it means???

Oh you are so sure you know the answer, don’t you?

But what if I told you that the definition of digital marketing strategy is actually something completely different from what most “social media gurus” will tell you?

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The AIDA model in Social Media Marketing

The marketing world is so vast that we need acronyms just to remember all them rules! This time I’m looking at the AIDA model from a social media POV.

AIDA? OMG another acronym?

Oh yes, we marketers thrive on that stuff! And AIDA is nothing if not a marketing model that will get your strategy into the right direction.

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Social Media SWOT Analysis

Before jumping into the lion’s den, make sure you do some benchmarking and SWOT Analysis for your Social Media as well.

Social Media SWOT Analysis might seem like just more work, but hang in there, it’s gonna get worse

Unless you actually do that more work, just as any aspect of your marketing strategies, using a SWOT Analysis for your social media strategy is important to cover, before doing anything on social media.

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The Four P’s of Digital Marketing

The Four P’s of Marketing are no secret. Every good marketer knows that they are important for a successful marketing strategy. So since we’re here, what are The Four P’s of Digital Marketing?

Umm… don’t you mean “The Four P’s of Marketing”?

Yeah, those, but with The Four P’s of Digital Marketing I’m focusing on digital marketing, since that’s more or less my speciality. The Internet.

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3 Automation mistakes you need to stop doing right now

Using bad automation habits will get you lazy and numb. Keep the social in social media and remain human where it counts.

Didn’t you always say automation is good?

Yes. Yes I did say automation is good. But I’ve also said that social media is a digital human interaction thing. Judgement is key here.

Continue reading “3 Automation mistakes you need to stop doing right now”

Fending off the Admageddon

Don’t let your ads go unnoticed. Fend off the Admageddon with these simple tips and tricks for a click-worthy ad!

Have you heard about Admageddon?

Do you know what the upcoming Admageddon means for your usual advertising campaigns? Are you ready to take a step forward?

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The importance of digital marketing ads

Digital marketing ads are useful but not always easy to understand. Let’s explore digital marketing ads together, starting with this first chapter.

Let’s start ad the beginning

We have a variety of marketing methods when we look at traditional marketing schooling. Let’s explore the digital marketing ads today!

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